The Buyer Persona Blog
- May 4, 2021
How To To Enable Your Marketers And Sellers To Truly Understand Target Buyer Personas
Marketing and Sales Leaders Must Build Capabilities To Understand New Target Buyer Personas The roles of marketing and sales professionals have changed quite a bit in the last decade. They are about to undergo even further change and transformation in this decade and beyond. One core competency that has become a must-have for marketers and sellers is having the capabilities to truly understand buyers. One way to build this important core competency is through target buyer personas. A prerequisite for any organization is the desire and commitment to understanding buyers must already be part of its DNA. You often…
- May 2, 2021
Why A Buyer Persona Sales System Is Needed In A New Era Of B2B
Sales Leaders Will Need To Implement A Buyer Persona Driven Sales System To Adapt To New Buyer Behaviors And Preferences The past year of 2020 into 2021 will be looked at as one of the more transformative years to hit B2B sales in many a decade. Rocked to a standstill by the Covid-19 pandemic, sales have been making the slow climb back by experimenting with virtual selling. I believe B2B in general and in particular B2B sales will be entering a new era. An era that will redefine the seller-buyer relationship in ways we only have a hint of…
- April 30, 2021
3 Ways To Encode Buyer Persona Goals Into Your Organization’s DNA
Marketing and Sales Leaders Must Build Core Competency of Understanding Buyer Persona Goals We have heard the terms “organizational DNA” or “company DNA” often in attempts to articulate what an organization’s culture may be like. Sometimes, culture and DNA are used interchangeably. If we get scientific, we know that DNA can have a higher degree of specificity than let’s say norms associated with culture. When it comes to buyer goals, organizations today will need to get more specific about encoding understanding of buyer persona goals into their marketing and sales capabilities. DNA, as we know from the study of…
- April 28, 2021
The Buyer Mindset Is Your Key To Post Pandemic Recovery
The sell-side of the seller-buyer equation has been flipped upside down. Transitions to virtual selling are happening at a rapid pace. Plans for complete digital sales transformation are accelerated. Marketing is producing new forms of digital content at 5 to 10 times the volume they did pre-pandemic. All of these efforts designed to reach and gain the attention of buyers. And to affect The Buyer Mindset. Since the pandemic began in March of 2020, we have seen the scales tipped heavily towards how to re-orient sales towards virtual selling and to create more interactive content. What is really interesting…
- April 26, 2021
Buyers Ignoring You Is Not The Only Change Going On
A significant shift in how buyers choose to interact with selling organizations has been underway for the past year. The global pandemic altering seller and buyer interactions in ways unimagined just a few short years ago. A recent McKinsey study suggests that two-thirds of buyers will prefer to keep self-serve interactions or a form of hybrid with a sales representative post-pandemic. The result of such an accelerated shift is a trend to adapt with virtual selling. We are seeing numerous articles, books, new start-ups, and the likes promising a path to virtual selling nirvana. CSOs are fretting over how…
- April 20, 2021
20th Anniversary Of Buyer Persona
This year, in July, will mark the 20th Anniversary of the origins of the Buyer Persona concept. Hard to believe the concept has evolved into one of the fundamental means for understanding the modern buyer of today. The global pandemic has now increased the need to understand the changing goals and behaviors of users, consumers, audiences, and buyers. Making the founding goal-directed methods of buyer persona research more critical than ever. For over 20 years, as the founder and innovator of the buyer persona concept, I’ve advocated for achieving a deeper understanding of buyers. Working with many leading organizations…
- January 21, 2021
Future-Enabling Buyers Will Be Key In 2021 And Beyond
The new year is almost one-month-old. In less than three weeks, the country has experienced a time like no other. Where the degree of uncertainty about our future has intensified. The chaos surrounding the vaccination rollouts and the political climate has altered the degree of hoped-for certainty. Such a turn of events has an impact. Particularly on B2B buyers today. Here are three buyer insights on impacts buyers are experiencing B2B organizations should consider today: 1 – Choices and Decisions When uncertainty is introduced or intensified, as it is now, this stymies the ability of buyers to make choices…
- January 11, 2021
Five Intangible Buyer Behavior Trends To Monitor In 2021
Despite turning the calendar from 2020 to 2021, we find ourselves starting the new year in more turmoil. A catastrophic COVID-19 pandemic that continues to increase in scope. The hope of the vaccines tempered as the rollout encounters delays. And the disturbing insurrection at our capitol causing national anxiety. To ignore these in a business context is to be blind to the effect on our society. Such tumultuous events will have a direct impact on buying behaviors in 2021. Organizations today will need to monitor buying behaviors as they ebb and shift in 2021. Here are 5 intangible buying…
- December 23, 2020
5 Predictions For 2021
The prevalent uncertainty of the COVID-19 pandemic in 2020 will remain and be a part of 2021. There is no getting around it. The inevitable surge of the winter months into spring of 2021 will make sure of that. While vaccines offer a pathway to an increase in business activity beyond the computer screen, it is still a ways off. Here are 5 predictions for 2021: Optimism Returns In Fall 2021 For most of 2021, my prediction is we will see a majority of organizations remain in survival or holding pattern modes. All facets of business commerce will continue…
- December 20, 2020
B2B Buyer Content Fatigue Is A Very Real Thing And A Big Problem
The global COVID-19 pandemic has exacerbated the effect of fatigue on people from all walks of life. We are feeling pandemic fatigue from vigilant following of guidelines. Business professionals are burning out from Zoom meeting fatigue. Our courageous frontline health care workers are nearing collapse from the fatigue of long intense hours. Single mothers and families are faced with virtual school fatigue. Fatigue, it seems, is everywhere. A key buyer insight coming out of the pandemic is B2B buyers are experiencing content fatigue. Who as a group, are undergoing the greatest barrage of content since the digitization of content…
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